Mass Media And Public Opinion Chapter 8 Mass Media And Public Opinion

Section 1 The Formation of Public Opinion Focus Question: What factors help to shape a person’s opinions about public affairs?

Public Opinion Public opinion refers to the attitudes of a significant number of people about public affairs, or matters of government and politics that concern the people at large. Political socialization is the process by which people learn ideas and develop concerns about issues. Many factors play a part in this process.

Family and Education Two of the most important factors in political socialization. Children pick up fundamental attitudes from their families. Schools teach children the value of the American political system and train them to become good citizens.

Other Important Factors Occupation Race

Internet also have a huge effect on the formation of public opinion. Mass Media Those means of communication that reach many people simultaneously, such as newspapers, television, and the Internet also have a huge effect on the formation of public opinion.

Peer Groups Groups of people with whom one regularly associates, including friends, neighbors, classmates, and co-workers. Members of peer groups usually share political opinions.

Those people who can strongly influence the views of others. Opinion Leaders Those people who can strongly influence the views of others.

Historic Events For example, wars can also affect people’s lives and thus can also influence public opinion.

Section 2 Measuring Public Opinion Focus Question: What is the most effective method of measuring public opinion?

Mandate A claim often made by a winning party and candidate that claims they have instructions from the constituency. Based on this they say that election results indicate public opinion. Few candidates receive true mandates.

Interest Groups Private organizations that work to shape public policy often present their views as public opinion, but how many people they represent is unknown.

Media and Public Contacts Public officials use these to gain some sense of public opinion.

Devices that collect information through questioning. Public Opinion Polls Devices that collect information through questioning.

Straw Votes Asking the same question to many people. Not reliable because those who respond may not represent the total population.

Scientific Polling This can be very accurate because it breaks the polling process into steps: Choose the “universe,” that is the population the poll aims to measure. Get a sample – a representative slice a of the universe.

Types of Samples Most pollsters will draw a random sample, or one which members of the chosen universe are equally likely to be picked. Some use less reliable quota system polls, one that deliberately reflects several of the major characteristics of a given universe.

Finally Pollsters prepare valid questions, select and control the polling process, and report the results.

Section 3 The Mass Media Focus Question: Why are the media our most important sources of information?

A means of communication. Media is the word’s plural. Medium A means of communication. Media is the word’s plural. The American public gets information about public issues through several forms of mass media.

Four Major Types of Mass Media Important in American politics: Television has the most influence Newspapers Radio Magazines

Other Media Also Have an Impact Books Internet

Public Agenda The media play a large part in setting the public agenda, or the public issues that people think and talk about.

Central Role in Elections For Example: Television has reduced the importance of political parties. In the past, candidates relied on their party members to reach the voters.

Focused snappy statements that can be aired in 35 or 45 seconds. Now. . . Television allows the candidates to reach the public directly, so many candidates operate with loose ties to a party. They work hard to get good media coverage and to provide the media with good sound bites – Focused snappy statements that can be aired in 35 or 45 seconds.

Limited Influence Few people actually follow political issues carefully in the media. Those who do then to watch, listen to, or read choose favorite sources rather than sources with contrary opinions to their own. For Example: Many Democrats do not watch the televised campaign appearances of Republican candidates, and vice versa.